Time Inc.’s InStyle magazine is taking the wave of 3-D technology in magazines to the next level. For its December holiday gift guide issue, the magazine is using “augmented reality” technology to make some advertisements three dimensional.

The initiative, called Gifting in 3-D, generates a three dimensional gift box on readers’ computer screens when they log online and hold the pages from the promotional section up to their computer’s camera. The 3-D gift boxes open to branded video content from each individual advertiser. The initiative also will feature sweepstakes offers and “click-to-buy” functionality.

“Our goal was to create an entertaining, engaging ad program that would drive consumers to the point of purchase,” InStyle publisher Connie Anne Phillips told FOLIO:. “It had to be unlike anything anyone had ever seen in publishing.”

To pull this off, InStyle partnered with software solutions provider Total Immersion to provide the augmented reality technology. An InStyle spokesperson declined to say how much the initiative cost.

So far, InStyle has a dozen advertisers—including luxury fashion, jewelry, beauty and technology—on board for the 3-D promotional package. The spokesperson declined to say how much advertisers are paying to participate in the program but said the size of the promotional section will depend on how many advertisers sign on.

The December issue is expected to hit newsstands November 20.

In June, Bonnier’s Popular Science utilized augmented reality firm Metaio’s Web application software, called “Unifeye Viewer,” to create an interactive image featuring wind turbines when readers held the cover of its July issue up to their computer cameras. The 3D turbine imagery was provided by General Electric’s “Plug Into the Smart Grid” initiative. GE purchased three ad pages in the issue.